The Veronesi Group is already a leader in the poultry sector, but for the Italian company this achievement is seen more as a starting point. Indeed, the company has ambitious plans to increase sales, both within Italy and abroad, also by way of a strong acquisition approach and with the right balance of brands and distribution labels. The focus is primarily on growth within Germany with a range capable of satisfying the particular needs of the German market: long shelf life, more robust packaging and standard weights. Overall, the goal is to double the turnover outside Italy within just a few years, taking it from 15% to 30%. This is an achievable goal seeing that the turnover shows strong signs of growth and, at the end of 2014, already showed an increase of 30 million Euros with respect to the previous year.
In Italy, however, among the group’s best sellers is the Aequilibrium line, marketed at a target audience keen on a healthy and low calorie diet. Other products with satisfying performances are its kebab and its chicken salad, as well as its cooked turkey meatballs, which were launched halfway through last year. Among the more recent new entries there is also the large size 170 g hamburger, which aims to replicate the success of ‘Bigger’, its giant breaded turkey breast with a reduced fat content.
